PR Goal Setting 101: How to Ensure High-Growth PR Campaigns

By Doreen Clark

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There is no reason to do anything if you aren’t going to do it well. Right? This holds true for all areas of business—including its promotion through PR efforts—and high growth is the key.

According to the Public Relations Society of America (PRSA), “Public relations is about influencing, engaging, and building a relationship with key stakeholders across a myriad of platforms in order to shape and frame the public perception of an organization.” Yet, the age-old question remains: What are the metrics that show success, growth, and that a strategy is on the right track?

The best way to set goals for a PR growth strategy is to think about the ways in which a strategy will be measured and then incorporate the best elements into each. There are many ways to gain knowledge about how PR is moving the needle for an organization. In particular, understanding these five metrics can help you set goals and monitor growth within a campaign:

1. Engagement

Engagement shows how your target market is interacting with your content and your brand. It can be a like, a share, or a comment, or the audience can become part of the sales pipeline by clicking on a call to action. This metric shows whether or not your effort was merely content or if it hit the bull’s-eye. In order to start discussions, create interest, or spark a reader to become a potential customer, the content must be fresh— not a rehashed subject. Or, if it is a common subject, take a new spin. Don’t be afraid to have an opinion or go out on a limb. After all, the media is neutral (except for bloggers). Therefore, they can report the news without you, but they need you for an opinion.. That is where you can set yourself apart. The takeaway? The more perspective you can share, the more engagement you will create.

2. Impressions

Impressions are simply the potential for eyeballs. Therefore, it is common sense that the higher the circulation, the more likely it is that people are seeing your content. However, heed this warning: Don’t just go for numbers. Always stay targeted. If your target market is better served in a trade publication with 50,000 in circulation, that is better than a mainstream pub with 2M in potential readership. The reason is if your strategy is not about your audience, you are missing the mark. If your content is published or you have a mention in an outlet with a potential audience of 30,000, we can presume that each of these can be a potential customer. And, you want a potential customer—not just a reader of your content. However, this metric should not be used as a stand-alone. Just because there is a circulation of 30,000 does not mean that number will actually read your article. This metric should be used in coordination with other PR measurement tools. The takeaway? Go for target audience, not numbers.

3. Mentions

Mentions measure how many times a brand is talked Go to the full article.

Source:: Business 2 Community

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